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2,09,360 villages (33%) are connected by Pucca or all-weather Growing purchasing power in rural:
1. 2. 3.
Lower cost of living Absence of taxes Growing number of working members in rural families
infective and alimentary drugs showing a faster pace of growth than the urban areas
Main competition: Alternative medicines and spurious drugs
Traditional Outlook
Diverse socio-economic backwardness Infrastructure Facilities
Amrutanjan
Amrutanjan : Leader in the pain balm category in
India
Hurdles In Rural Market:
Extensive mapping exercise Amrutanjan Rural Van Promotion Films depicting the benefits of the product Free sample distribution Local opinion leaders Mobile stalls
2. Acceptability
Repackaging the product Use of small plastic containers which were then put into color sachets Convenient package First company to introduce pain balm in sachets
3. Affordability
States with better infrastructure are preferred States with considerably higher population density than the all India average of 324 are better bets States having higher literacy rates
2. Product: Must suit the needs & lifestyle of the rural consumers
Strategies: Utility oriented products
4. Place:
Strategies: Segmentation Coverage of villages with minimum population of 1500-2000 Distribution upto feeder markets/Mandi towns Direct contact with rural retailers
Television, Radio, Print media, Cinema Hoardings/ Wall paintings Meeting rural doctors through rural penetration campaigns Specially organized meetings for registered medical practitioners Chemist awareness programs Contract sales force
Availability:
Strong distribution network Timely supply
Affordability:
Small SKUs Avoiding sophisticated packaging and offering convenient packaging Value for money product
Acceptability:
Changing consumer attitude towards branded products
THANK YOU !